GENDER WARS

Any woman who has ever tried to get her spouse or significant
other's attention during a televised sporting event knows exactly
who the phrase â€œglued to the tubeâ€? is talking about
â€” men. A new report from Encino, Calif.-based research firm
E-Poll offers some quantitative proof to bolster that assumption,
finding that twice as many men as women say that when they watch
prime-time TV, they do nothing else (12 percent versus 5
percent).

Even so, the vast majority of both male and female TV viewers
(58 percent and 65 percent, respectively) admit that they are
busying themselves with other activities at least half the time
they're watching TV, according to the study, released in January.
â€œPrimetime Television: Battle of the Sexes?â€? polled
1,030 television viewers between the ages of 18 and 54 about their
prime-time (8 p.m. to 11 p.m.) TV watching habits. Respondents were
selected from E-Poll's online panel and were weighted to reflect
the demographic makeup of the U.S. population.

The survey was conducted to help television programmers and
advertisers better understand which activities compete for the
attention of viewers, how frequently they flip through channels and
what draws them to new programs, says Gerry Philpott, E-Poll
president.

The study found that certain activities are equal opportunity
distractions, inviting the attention of both male and female
viewers. For instance, 6 in 10 respondents say they eat while
watching their favorite programs, and almost half of them surf the
Internet.

However, the amount of time spent on other activities during TV
viewing varies by gender. While more than half of respondents (53
percent) say they talk to others in the room while watching TV,
prime time is a more social time for women, 58 percent of whom chat
with others in the room, compared with 48 percent of men. Married
women (62 percent) are especially talkative, which may not come as
a surprise to husbands trying to watch the football game. Even when
they're home alone, more women than men find a way to socialize in
front of the tube: 37 percent of women in the survey say they
schmooze on the phone while watching TV, compared with 30 percent
of men.

Apparently, women's work is still women's work, and it's still
never done. Half of the female respondents reported doing laundry
and 39 percent say they cook during Must-See TV, while only 26
percent of men do laundry and 24 percent slave over a hot
stove.

And then there's the battle of the sexes over the remote
control: 40 percent of men admit they flip between channels at
least 50 percent of the time, compared with just 21 percent of
women who channel surf as often. Most women (42 percent), however,
say they watch by appointment 90 percent of the time. Apparently,
men have a more difficult time making a commitment.

For more information, contact Michelle Waxman at (877)
MY-EPOLL.

EVERYBODY LOVES A COMEDY

Sixty-four percent of men and 68 percent of women say that they
are most likely to tune in to a new prime-time show if they think
it will make them laugh.

WHAT ELEMENTS INFLUENCE YOU THE MOST TO TUNE IN TO A NEW
PRIME-TIME SHOW?

MEN

WOMEN

Think it will make you laugh

64%

68%

Particular genre

47%

48%

Known stars

42%

47%

Time of day it is on

38%

48%

Characters you can relate to

35%

47%

Situations you can relate to

35%

48%

A friend or family member recommends it

34%

44%

Day of the week it is on

33%

43%

Action-packed

37%

20%

Physically attractive cast

25%

11%

Known producers or directors

13%

7%

Note: Numbers do not add up to 100%,
as respondents were asked to check all responses that apply.